Tom Hanks warns people not to trust the AI version of himself running in commercials

The problems of a futuristic technological dystopia, today! As use of generative AI becomes more widespread, we keep running into problems that seem plucked from the pages of a science fiction novel.

For instance, beloved actor Tom Hanks — the guy from Forest Gump, Saving Private Ryan, Cast Away and much more — is warning his fans not to trust a de-aged, AI version of him that is apparently appearing in online ads for dental insurance. “BEWARE!! There’s a video out there promoting some dental plan with an AI version of me,” Hanks wrote on his Instagram. “I have nothing to do with it.” And he shared an image of his AI clone:

I mean, look, if Sheriff Woody told you to get dental insurance, wouldn’t you do it?

Someone stole Tom Hanks’ likeness and is using it to sell insurance

As Hanks said, these ads were run without his knowledge, which is creepy. I don’t think many people would disagree with the idea that companies shouldn’t be allowed to use the likenesses of someone without their consent to sell who-knows-what.

But with generative AI such a new thing, the rules around what companies can and can’t do really aren’t settled yet. That will probably change soon, as authors like George R.R. Martin bring legal challenges against major players like OpenAI. Also, the Hollywood writers guild recently got major studios to agree to put guardrails on the use of AI in entertainment. Hollywood actors remain on strike; surely they want similar protections.

All of this has been on Hanks’ mind too. “Anybody can now recreate themselves at any age they are by way of AI or deep fake technology,” he said on an episode of The Adam Buxton Podcast. “I could be hit by a bus tomorrow and that’s it, but performances can go on and on and on and on. Outside the understanding of AI and deepfake, there’ll be nothing to tell you that it’s not me and me alone. And it’s going to have some degree of lifelike quality. That’s certainly an artistic challenge but it’s also a legal one.”

"Without a doubt people will be able to tell [that it’s AI], but the question is will they care? There are some people that won’t care, that won’t make that delineation."

And that’s why establishing clear rules are so important. But what kinds of rules will be established? Are we headed for a dystopia where we no longer have the rights to our own souls anymore, or a utopia where tools like generative AI make life easier for everyone? We’ll let you know when we know!

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